Using consistent and relevant communications techniques transforms leads into profitable customers.
By Connie Hill
September 04, 2009
Traditional lead-generation tactics, including directory advertising, trade show participation, print ads, and generic direct mail, are losing appeal with today’s resellers. Why? Quite simply, traditional methods are ineffective in helping businesses generate profitable new customers.
New technologies have changed customer purchasing behavior, and the global economy has made more products and services available for purchase. To compete in this environment, resellers must change the way they approach lead generation and think more in terms of customer-centric lead generation vs. product-focused campaigns.
What’s the Difference?
Product-centric campaigns focus on the features and benefits of products or services. Campaigns are executed, and customers and prospects are expected to react and purchase based on these features and benefits.
Customer-centric marketing, on the other hand, focuses on customers and their problems, needs, and buying cycles. To grow business today, resellers and channel partners must shift their standard routines for marketing and lead generation to accommodate how buyers now purchase products and services.